Challenges Faced Yesteryear Life Insurance Companies Inwards Implemention Of Marketing Strategies To Hit Competitive Wages Inwards Kenya

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CHALLENGES FACED BY LIFE INSURANCE COMPANIES IN IMPLEMENTATION OF MARKETING STRATEGIES TO GAIN COMPETITIVE ADVANTAGE IN KENYA

Strategy implementation is the physical care for that turns plans into activeness assignments together with ensures that such assignments are executed inward a way that accomplishes the plan’s stated objectives Kotler (1984). It is also portrayed as lively physical care for past times which companies seat futurity opportunities Reid (1989).  Although formulating a consistent strategy is a hard task for whatever direction team, making that strategy piece of work – implementing it throughout the arrangement – is fifty-fifty to a greater extent than hard Hrebiniak, (2006). Influenza A virus subtype H5N1 myriad of factors in potentially touching on the physical care for past times which strategic plans are turned into organizational action. Unlike strategy formulation, strategy implementation is often seen as something of a craft, rather than a science, together with its inquiry history has previously been described as fragmented together with eclectic (Noble, 1999b). It is thus unsurprising that, afterwards a comprehensive strategy or unmarried strategic conclusion has been formulated, important difficulties ordinarily arise during the subsequent implementation process.

1.1.1 Marketing together with Marketing strategies

Marketing is a full general term used to depict all the steps that atomic number 82 to final sales. It is the physical care for planning together with executing pricing, advertisement together with distribution to satisfy private together with organizational needs.

Marketing is to a greater extent than just the physical care for selling a production or service. Marketing is an essential component subdivision of business, together with without marketing, fifty-fifty the best products together with services fail.

Companies constantly neglect because they make not know what is happening inward the marketplace together with as a result, they are not fully coming together with their customer’s needs. They mistakenly believe that with the proper amount of advertising, customers volition purchase whatever they are offered. Marketing consists of making decisions on the iv P’s: Product, Place/Distribution, Promotion together with Pricing

Before a occupation organisation possessor tin laid upwardly decisions on the iv P’s, he/she must devise a plan. Influenza A virus subtype H5N1 programme provides a occupation organisation with guidance on making decisions.Marketing plans are also marketing strategies which outline precisely how marketing objectives volition live achieved.  A marketing strategy is thus a physical care for that tin allow an arrangement to concentrate its limited resources upon the greatest opportunities to increment sales together with accomplish a sustainable competitive payoff (Baker, 2008). Influenza A virus subtype H5N1 marketing strategy should live centered on the key concept that client satisfaction is the principal goal. Companies respond to environmental factors together with i of the environmental influences to a occupation organisation arises from competition. They have got to respond strategically to environmental factors inward club to live sustainable. Increased contest threatens the attractiveness of an manufacture together with reduces the profitability of the players (Hamel together with Prahalad, 1993). It exerts pressure level on firms to live proactive together with to formulate successful strategies that facilitate proactive response to anticipated together with actual changes inward the environment. 

Firms thus focus on gaining a competitive payoff to enable them to respond to, together with compete effectively inward the market. By identifying their essence strengths, firms are able to concentrate on areas that give them an atomic number 82 over competitors, together with provide a competitive payoff (Hamel together with Prahalad, 1993). According to Johnson together with Scholes (1997), essence strengths are to a greater extent than robust together with hard to copy because they relate to the direction of linkages inside the organization's value chain together with to linkages into the render together with distribution chains.

Markets are changing all the time. It does depend on the type of production the occupation organization produces, withal an occupation organization needs to react or lose customers. Some of the principal reasons why markets alter rapidly are that customers develop novel needs together with wants, novel competitors displace into a market, with novel technologies pregnant that novel products tin live made, a ground or countrywide trial happening e.g. war, together with authorities introducing novel legislation e.g. increases the minimum wage.

Though an occupation organization does not want contest from other businesses, inevitably most volition confronts a grade of competition. The amount together with the type of contest depends on the marketplace the occupation organization operates inward (Hamel together with Prahalad, 1993). Influenza A virus subtype H5N1 occupation organization could react to an increment inward contest (for instance a launch or challenger product) past times cutting prices (but tin cut back profits), improving character (but increases costs), pass to a greater extent than promotions (such as doing to a greater extent than advertising, increment laid upwardly loyalty; but costs money), together with cutting cost (Porter, 1998), for instance utilisation cheaper materials. Some may opt to production improvement, divestiture, together with diversification, entry into novel markets or fifty-fifty merging or buying out competitors (May et al 2000). Influenza A virus subtype H5N1 companionship has competitive payoff whenever it has a border over its rivals inward ensuring customers together with defending against competitive forces (Thompson & Strickland, 2002). The sustainable competitive payoff is born out of essence strengths that yield long term benefits to the company.

1.1.2 Competitive Advantage

When a theatre sustains profits that transcend the average for its industry, the theatre is said to possess a competitive payoff over its rivals. The goal of much of occupation organization strategy is to accomplish a sustainable competitive advantage.  Porter, (1985) identified ii basic types of competitive advantage: cost payoff together with differentiation advantage. Influenza A virus subtype H5N1 competitive payoff exists when the theatre is able to deliver the same benefits as competitors but at a lower cost (cost advantage), or deliver benefits that transcend those of competing products (differentiation advantage). Thus, a competitive payoff enables the theatre to create superior value for its customers together with superior profits for itself (Teece et al., 1997, Stalk together with Hout, 1990).

The competitive payoff is a strategically audio explanation of how a firm’s competitive approach, using broad generic strategies, tin create together with keeping a competitive payoff over its competitors. As per Porter, the competitive payoff comes from the value that a companionship tin creates for its customers. Hence, a companionship must create upwardly one's hear or focus on the type of competitive strategy it wants to adopt – the generic strategies are cost leadership, differentiation, together with focus. Influenza A virus subtype H5N1 cost leadership strategy involves a companionship choosing to live the lowest cost producer inward its manufacture (Hamel together with Prahalad, 1994). Being able to offer the lowest prices in live the outcome of economies of scale, proprietary applied scientific discipline or preferential access to raw materials. In a cost leadership strategy, a company’s products must live viewed as acceptable substitutes from its competitors. Otherwise, a company’s products may live priced lower, but customers volition perceive the lower character together with and so plow to competitor products, (Hitt, the Republic of Ireland together with Hoskisson, 1996).

The potential of an organization's sustainable competitive payoff depends on the rareness together with imitability of its essence competencies. The less imitable a competitive payoff is, the to a greater extent than cost disadvantage is faced past times the competitor inward imitating these competencies. Thus, essence competence is an of import source of sustained competitive payoff for corporate success together with greater is its economical return.  Hamel together with Prahalad (1994) define essence competence as a bundle of skills together with technologies that enable a companionship to provide an item make goodness to customers. Core competencies are non-production-specific; they contribute to the competitiveness of a attain of products or services. They are the roots of competitiveness together with private products together with services are the fruit. Influenza A virus subtype H5N1 essence competence is a tapestry woven from the threads of distinct skills together with technologies. Influenza A virus subtype H5N1 science must encounter iii tests to live considered as an essence competence, i.e., client value, competitor differentiation, together with extendibility.

The competitive payoff is at the pump of a firm's performance. It is concerned with the interplay betwixt the types of competitive advantage, i.e., cost, together with differentiation, together with the range of the firm's activities. The value chain plays an of import role inward club to diagnose together with heightening the competitive advantage. Influenza A virus subtype H5N1 sustainable competitive payoff creates or so barriers that laid upwardly simulated difficult. Without a sustainable competitive advantage, inward a higher house average performance is ordinarily a sign of harvesting (Porter, 1985).

The cloak-and-dagger of a sustainable competitive payoff lies inward performing every stair inward the value chain inward an appropriate way. Influenza A virus subtype H5N1 competitive payoff essentially has to live I that not only simply represents meliorate performance than that of its competitors, but also delivers genuine value to the customer, thus ensuring a dominant seat inward the market. The internal resources together with capabilities of an arrangement play a real of import role inward edifice competitive advantage. The organizations that want to lay upwardly competitive advantages, which cannot live eroded (no affair how much alter is in that location inward the environment), must laid upwardly linkages betwixt the payoff together with the capabilities underlying it as impenetrable together with as confusing as possible. Also, most of import component subdivision of the competitive payoff stems from a capability that is impossible to replicate (Sinha, 1998).

To acquire competitive payoff inward whatever market, a theatre needs to live able to deliver a given laid of client benefits at lower costs than competitors, or provide customers with a bundle of benefits its rivals cannot match. To realize the potential that essence competencies create, a companionship must also have got the imagination to envision markets that make not yet be together with the mightiness to stake them out ahead of the competition. Influenza A virus subtype H5N1 companionship volition strive to create novel competitive infinite only if it possesses an opportunity-horizon that stretches far beyond the boundaries of its electrical flow businesses. This horizon identifies inward broad terms, the marketplace territory the direction hopes to stake out over the adjacent decade, a terrain that is unlikely to live captured inward anything as precise as an occupation organization program (Hamel together with Prahalad 1991; Porter 1980).

Companies demand to acquire to handle tomorrow's opportunities as competently as they handle today's businesses. The regain of novel competitive infinite is helped when a companionship has a grade of applied scientific discipline generalists that tin displaces from I dependent plain to another. The novel marketplace evolution tin lives geared upwardly past times developing the capability to redeploy the human resources rapidly from I occupation organization chance to another. It is the top management's responsibleness to inspire the arrangement with a thought of distinct goals together with assisting them to accomplish together to attaining the laid target (Hamel together with Prahalad, 1991).

1.1.3 Challenges of strategy implementation

The most of import occupation experienced inward strategy implementation inward many cases is the lack of sufficient communication. However, a keen amount of information does not guarantee agreement together within that location is silent much to live done inward the plain of communicating strategies. According to Wang (2000), communication should live two-way so that it tin provide information to improve agreement together with responsibleness together with to motivate staff. Also, they debate that communication should not live seen as a once-off activity throughout the implementation process. In many cases, it is not so together with thus communication silent remains a challenge to the strategic implementation process.

Before whatever strategy tin lives implemented, it must live clearly understood. Clear agreement of a strategy gives purpose to the activities of each employee together with allows them to link whatever task is at mitt to the overall organizational direction Byars et al 1996). Lack of agreement of a strategy is I of the obstacles of strategy implementation Aaltonen together with Ikavalko, (2001). They dot out that many organizational members typically recognize strategic issues as of import together with also sympathize their context inward generic terms.

Al-Ghamdi (1998) identified barriers to strategy implementation which includes; competing activities that distract attending from implementing the decision; changes inward responsibilities of key employees no clearly defined; key formulators of the strategic conclusion not playing active role enough; key implementation tasks together with activities non sufficiently defined; information systems used to monitor implementation are inadequate; overall goals non sufficiently understood past times employees; uncontrollable factors inward the external environment; surfacing of major problems which had not been identified earlier; advocates together with supporters of the strategic conclusion leaving the arrangement during implementation: together with implementation taking to a greater extent than fourth dimension than originally allocated. Meldrum together with Atkinson (1998) identified ii problems of implementation: a flawed vision of what it agency to live inward a strategic seat inside an organization: together with a myopic thought of what is needed for successful direction of operational tasks together with projects inside a strategic brief.

Sterling (2003) identified reasons why strategies neglect as unanticipated marketplace changes; lack of senior direction support; effective competitor responses to strategy application of insufficient resources; failure to buy-in, understanding, and/or communication; timeliness together with distinctiveness; lack of focus; together with bad strategy poorly conceived occupation organisation models. Sometimes, strategies neglect because they are simply sick conceived. For illustration occupation organisation models are flawed because of a misunderstanding of how demand would live met inward the market. Awino (2001) identified for occupation areas of how demand would live met inward the market. He cited lack of fit betwixt strategy together with structure, inadequate information together with communication systems; together with failure to impart novel skills.

Organizational politics is or so other challenge to strategy implementation. Organization politics are tactics that strategic managers engage inward to obtain together with utilisation mightiness to influence organizational goals together with alter strategy together with construction to farther their ain interests (Hill together with Jones, 1999). Wang (2000), states that it is of import to overcome the resistance of powerful groups because they may regard the alter caused past times novel strategy as a threat to their ain power. Top-level managers constantly come upwardly into conflict over that right policy decisions would live together with mightiness struggles together with coalition edifice is a major component subdivision of strategic conclusion making. According to them, the challenge organizations confront is that the internal construction of mightiness ever lags behind changes inward the surroundings because inward general, the surroundings changes faster than the arrangement tin respond

1.1.4 Life Insurance Industry inward Kenya

Life insurance is a contract betwixt the policy possessor together with the insurer, where the insurer agrees to pay a designated beneficiary a amount of coin upon the occurrence of the insured individual's or individuals' decease or other event, such as terminal disease or critical illness. In return, the policy possessor agrees to pay a stipulated amount at regular intervals or inward lump sums.

In Republic of Kenya life insurance manufacture is governed past times the Insurance Act together with regulated past times the Insurance Regulatory Authority. By goal of 2009 in that location were 23 life insurance companies according to the Association of Republic of Kenya Insurers annual study 2009. The statue regulating the manufacture is the Insurance Act, Law of Kenya, together with Chapter 487. The business office of the Commissioner of insurance was established nether the Act’s provisions o strengthen the Government regulation nether the Ministry of Finance. There is also self regulation past times the

Association of Republic of Kenya Insurer (AKI).

According to the AKI 2009, the penetration of insurance inward the twelvemonth 2009 was 2.84% compared to 2.63% inward 2008. Life insurance recorded a penetration ratio of 0.94% (2008:0.87%) spell that of non-life insurance was 1.90% (2008:1.76%). AKI annual study (2009) According to the study the total premium income together with pensions contributions from all the iii classes of Life insurance occupation organisation (Ordinary Life, Group Life together with Deposit Administration) was Kshs 21.36 billion inward 2009 compared to Kshs. 18.30 billion inward 2008.This represents a growth of 16.7% (2008: 20.9%). However, the contribution of the life insurance sector to the gross domestic product was 0.94% (2008: 0.87%). Ordinary life occupation organisation recorded a gross premium income of 7.59 billion inward 2009 compared to 7.11 billion inward the twelvemonth 2008. The growth inward the ordinary life occupation organisation during the twelvemonth was 6.8% (2008: 17.3%) Group life occupation organisation recorded gross premium income of Kshs. 5.61 billion compared to Kshs. 4.57 billion inward 2008. The growth inward grouping life occupation organisation during the twelvemonth was 22.8% (2008: 26.9 %).

1.2 Statement of the Problem

Insurance companies demand audio systems of marketing strategies implementation so as to accomplish a competitive border over the competitors together with also to accomplish results inside the surroundings inward which they operate. According to Kiruthi, (2001) “all organizations must grapple with the challenges of the ever changing surroundings inward which they operate.  Most insurance companies have got adopted marketing strategies especially inward the lastly decade. However, it has been found that, inward most of these organizations this activity silent remains the reserve of senior managers inward headquarters together with only laissez passer on the strategy to line managers to implement. They confront a lot of challenges inward implementing the strategies owing to pitiful communication, lack of agreement the strategy, lack of senior direction support, lack of focus together with unanticipated marketplace changes.

For illustration Musyoka (2008), looked at challenges faced inward strategy implementation at Jomo Kenyatta Foundation. He concluded that challenges are those from sources inward the operating environmental changes, such as rigid contest compounded past times entrance of novel competitors, Gioche (2006) analyzed the flat of involvement of projection managers inward strategic planning together with the challenges of implementation inward international NGOs, her principal aim was to works life the flat of involvement of projection managers inward international NGOs inward strategic planning. Muthuiya (2004) looked at strategy implementation together with its challenges inward non turn a profit organizations inward Kenya. The objective of his study was to examine the strategy implementation together with its challenges amid non turn a profit organizations inward Republic of Kenya with reference to

AMREF-Kenya

Ichangi (2006) focused on managing resistance to alter inward strategy implementation inward world universities inward Kenya. Her enquiry findings showed that in that location was resistance to alter at varying levels. On the other hand, Ochanda (2005) examined challenges of strategy implementation at Republic of Kenya Industrial Estate Limited. He concluded that strategy

implementation no dubiety appears to b the most hard component subdivision of strategic planning physical care for together with many strategies neglect at the implementation stage, spell Muthuiya (2004) studied the challenges encountered past times AMREF-Kenya inward implementing its organizational strategies. He concluded that AMREF-Kenya is facing strategy implementation challenges. Gioche (2006) also looked at the flat of involvement of projection managers inward strategic planning together with the challenges of implementing inward international NGOs inward Kenya. She sampled twoscore international NGOs which she chose shape 1,200 international NGOs currently operating inward the country.

Her study revealed that it is imperative for top direction to involve projection managers inward the strategic planning physical care for inward their organizations. In essence this volition ease implementation past times reducing the challenges encountered inward trying to interpret strategies spell implementing at the same time.

Whereas many direction scholars inward Republic of Kenya have got researched on challenges facing organizations inward implementing their organizational strategies, in that location is no known researcher who has researched specifically on the challenges facing life insurance companies inward implementing their marketing strategies. Therefore this study volition seek to determine challenges faced past times life insurance companies inward implementation of marketing strategies. It volition live guided past times the next enquiry questions:

(i)        What challenges confront the insurance companies inward implementing the marketing strategies?

(ii)     What actions if whatever should Life Insurance Company remove to successfully implement marketing strategy?

1.3 Objective of the study

(i)        To works life the challenges faced past times the insurance companies inward implementation of marketing strategies

(ii)     To works life that life insurance companies have got strategy command together with feedback mechanisms to banking company check the effectiveness of the implementation process.

1.4 Value of the study

This study volition assist life insurance companies to sympathise how best to implement the marketing strategies. It volition also assist the Insurance Regulatory Authorities to meliorate sympathise the problems faced past times life insurance companies inward implementing marketing strategies. This study volition increment the flat of literature available inward agreement how life insurance companies move almost implementing marketing strategies. Finally the study volition increment literature available on life insurance inward Republic of Kenya which may live used past times all the stakeholders.

CHAPTER TWO: LITERATURE REVIEW

2.1 Introduction

This study had ii various enquiry objectives inward the chapter, which made it both exploratory together with confirmatory inward nature. First the study developed a theoretical analysis of marketing strategy orientation as good as empirical typologies of marketing strategy orientation inward the insurance industry.

2.2 Theories together with concepts of marketing strategies

There are different theoretical bases that emphasize different issues regarding strategy implementation. In club to analyze strategy implementation, the researchers reviewed hither laid upwardly utilisation of a multifariousness of theories.

Since the early on 1980’s, Michael Porter’s strategy typology has been i of the most widely accepted methods of discussing, categorizing together with selecting companionship strategies. Porter (1985) novel thought that strategies tin live classified into generic types (differentiation, cost leadership, focus or combination) has been the ground for much of the strategy enquiry together with exercise inward the past times quarter century. Porter contends that past times implementing i of these strategies, a companionship volition have got a competitive payoff together with earn inward a higher house average manufacture returns. Many of import gaps inward our agreement of Porter’s typology volition exist, hindering managers endeavor to implement the strategies.

Managers have got essentially been left to interpret Porter’s theory together with and so determine implementation on their own.

In club to analyze strategy implementation, researchers utilisation a multifariousness of theories, including agency theory (Govindarajan & Fisher, 1990). Organization theory (Govindarajan together with Fisher, 1990)  psychology (Kim together with Mauborgne, 1991, 1993), social scheme theory (Walker together with Ruekert, 1987), social learning theory (Govindarajan, 1988), expectancy theory (Guth together with Macmillan, 1986; Judge together with Stahl, 1995). The to a greater extent than exotic of these theories provide surprising together with useful additional insights regarding strategy implementation. Guth together with Macmillan (1986) dot out that a richer, if to a greater extent than complex explanation for private managers’ commitment to a strategy comes from the expectancy theory of motivation.

They pull on an expectancy model together with regain iii fundamentally different sources of depression to negative private manager. Commitment to implementing a item strategy perceived inability to execute strategy, depression perceived probability that strategy volition piece of work together with perception that outcomes volition non satisfy individuals goals. Kim & Mauborgue (1991, 1993) remove the range of procedural jurist judgments as a psychological phenomenon from legal settings to social settings to analyze the effects of procedural jurist on strategy conclusion making together with implementation.

Although formulating a consistent strategy is a hard task for whatever direction team, making that strategy piece of work – implementing it throughout the arrangement – is fifty-fifty to a greater extent than hard (Hrebiniak, 2006). Influenza A virus subtype H5N1 myriad of factors tin potentially touching on the physical care for past times which strategies plans are  turned into organizational action. Unlike strategy formulation, strategy implementation is often seen as something of a craft, rather than a science, together with its research  history has previously been described as fragmented together with ethnic (Noble, 1999b). It is thus non surprising that, afterwards a comprehensive strategy or unmarried strategic conclusion has been formulated, important difficulties ordinarily arise during the subsequent implementation process. The best-formulated strategies may neglect to make superior performance for the theatre if they are non successfully implemented, as noble (1999b) notes.

According to the White Paper strategy implementation of Chinese corporations inward 2006, strategy implementation has move “the most important direction challenge which all kinds of corporations confront at the moment. The survey reported inward that white newspaper indicates that 83 percent of the surveyed companies failed to implement their strategy smoothly, together with only 17 percent felt that they had a consistent strategy implementation process. Menon et al (1999) annotation that scholars have got tended to investigate formulation together with implementation issues, separately rather than as integrated components. This is an of import oversight because primary objective or the strategy evolution physical care for is to improve implementation capability together with it is capability that results inward superior performance (Farjourn 2002; Ramanujam et al, 1986; Sinha 1990; Venkatraman together with Ramanujam 1987). As stated past times Noble together with Mokwa (1999, p. 57). “Marketing Strategies only outcome inward superior returns for an arrangement when they are implemented successfully”.

2.3 Strategy Implementation together with challenges

Considering that faulty implementation tin laid upwardly a audio strategic conclusion ineffective together with a skilled implementation tin laid upwardly a debatable choice successful, it is of import to examine the physical care for of implementation (Andrew, 1987). Strategy implementation is critical to success. Implementation represents a disciplined physical care for or a logical laid of connected activities that enables an arrangement to remove a strategy together with arrive work. Without a carefully planned approach to implementation, strategic goals cannot live attained. Developing such a logical approach, however, represents a existent challenge to the management. Influenza A virus subtype H5N1 host of factors, including politics, inertia, resistance to change, routinely tin acquire inward the way of strategy implementation. It is apparent that making strategy to piece of work is to a greater extent than hard than strategy formulation (Hrebiniak, 2005). There are many organisational characteristics that deed as challenges to strategy implementation. Such are structure, culture, leadership, policies, reward, together with ownership of the strategy (Burnes, 2000). These challenges are of both institutional together with operational nature.

2.3.1 Structural Challenges

Organizational construction imposes for sure boundaries of rationality, but is necessary due to the individual's limited cognitive capabilities (March together with Simon, 1958). Changes inward strategy often telephone telephone for changes inward the way an organisation is structured. This is because, when an organisation changes its strategy, the existing organisational construction may live ineffective

(Wendy, 1997).

Miller together with Colleagues (1988) points out that in that location is an intrinsic association betwixt strategy making together with structure. The construction of an organisation importantly influences the flow of information together with the context together with nature of human interaction. It channels collaboration, specifies modes of coordination, allocates mightiness together with responsibility, together with prescribes levels of formality together with complexity. The underlying declaration that relates structural weather to the strategic occupation is the way an organisation perceives together with processes information specially strategic stimuli (Galbraith together with Merril, 1991). Chandler (1962) hypothesized that construction is determined past times strategy, together with correspondingly that the successful implementation of a strategy tin live aided past times the adoption of an appropriate organisational structure.

2.3.2 Leadership Challenges

Leadership has a fundamental influence on the success of a strategy. Barnajee (1999) observes that the influence is inward iii major areas, that is, does the leader have got a vision? That is, are the leaders of the organisation able to perceive rapidly the trends? Does the leader have got powers? That is, are the leaders of the organisation, through whatever devises they pick out to use, able to interpret strategic aspirations into operating realities? Doe the leadership have got the political astuteness necessary to neutralize the negative effects of conflicting internal interests together with transform these sectional interests into a vector of coordination policies together with activities that back upwardly the overall company? Leadership is the physical care for of influencing others towards the achievement of organizational goals (Bartoi together with Martin, 1991). The leadership challenge is to galvanize commitment amid people inside an organisation as good as stakeholders exterior the organisation to covert alter together with implementation strategies intended to seat the organisation to make so. Leaders galvanize  commitment  to  embrace  change through  three  interrelated  activities,  the activities   being   to   clarify   strategic   intent,   building   an   organisation,   and   shaping organizational civilisation (Pearce together with Robinson, 2002).

2.3.3 Cultural Challenges

Culture agency the powerful together with complex laid of values, traditions, together with behavioural patterns that somehow bond together the people who comprise an organisation. The civilisation of an organisation tin have got profound effects. As Ancsoff (1965) points out, deportment is non value costless i.e. individuals present preferences for for sure deportment together with may persist with it fifty-fifty if it leads to sub optimal results. For a strategy to live successfully implemented, it requires an appropriate culture. When firms alter strategies, together with sometimes structures, they sometimes neglect because the underlying values make non back upwardly the novel approach (O'Reilly 1989). Strategists should, therefore, strive to preserve, emphasize, together with laid upwardly aspects of an existing civilisation that back upwardly proposed novel strategies. Kazmi (2000) observes that civilisation may live a factor that drives strategy rather than the other way round.

2.3.4 Reward or Motivational Challenges

The payoff scheme is an of import chemical element of strategy implementation. Johnson together with Scholes, 2002) notice that incentives such as salary, raises, stock options, fringe benefits, promotions, praise, criticism, fear, increased chore autonomy together with awards tin encourage managers together with employees to force hard for successful implementation of strategy. According to Galbraith together with Merril (1991) it is good understood that the basic underlying objective of incentive programme is to straight influence the activeness together with the deportment of those covered nether the programme. Influenza A virus subtype H5N1 properly designed programme must correspond inward terms of motivating relevant decisions to the desired strategic outcome. In club to live for sure that strategy implementation is integrated into day-to-day operations, it is crucial that the payoff scheme live congruent with the strategies beingness implemented. That is, implementation success or failure should trigger direct positive or negative consequences inward both private compensation together with non-monetary rewards (Judson 1991). If strategy implementation is a top priority, together with so the payoff scheme must live clearly together with tightly linked to strategic performance. Motivating together with rewarding adept performance past times individuals together with organisational units are key ingredients inward effective strategy implementation (Pearce & Robinson, 1997).

2.2.5 Policies, Procedures together with Support Systems

David (1997) observes that changes inward an organisation's strategic direction make non occur automatically. On a day-to-day basis, policies are needed to laid upwardly a strategy work. Influenza A virus subtype H5N1 policy is a full general guideline for conclusion making (Stoner & Colleagues, 2001). Policy refers to specific guidelines, methods, procedures, rules, forms, together with administrative practices established to encourage piece of work towards stated goals. According to Galbraith & Merril (1991) together with Stoner & Colleagues (2001) policies laid boundaries, challenges together with limits on the kinds of administrative actions that tin live taken to payoff together with sanction behaviour, they clarify what tin together with cannot live done inward pursuit of an organisation's objectives. Most organisations have got or so shape of policies rules, together with procedures that assist inward implementing strategy inward cases where routine activeness is required (Stoner & Colleagues, 2001). Policies enable both managers together with employees to know what is expected of them thereby increasing the likelihood that strategies volition live implemented successfully. Hussey (1988) observes that whatever the range together with shape of the policies, they serve as a machinery for implementing strategies together with realizing objectives. They provide the agency of carrying out strategic decisions.

2.3.6 Operational Challenges

Most managers inward an organisation make non straight develop the organization’s strategic programme (Reid, 1990). Those who are ordinarily interested inward the benefits together with results of planning are often non responsible for implementation of the strategic plan. It is a disparate activity relying on input from or so together with interpretation past times others (Donelly & Colleagues, 1992). In good managed organisations a human relationship exists betwixt strategic planning together with the planning done past times managers at all levels (Wallace, 1987). Operational planning is based on forecasts of futurity demand for the output of the system. But fifty-fifty with the best possible forecasting together with the most finely tuned functioning system, demand cannot ever live met with the existing scheme capacity inward a given fourth dimension menstruum (Stoner & Colleagues, 1996). Once the strategic plans together with goals of the organisation are identified, they move the ground of planning activities undertaken past times tactical together with operational managers. Goals together with plans move to a greater extent than specific together with involve shorter periods of fourth dimension as planning moves from the strategic flat to the operational level. If done properly planning results inward a clearly defined bluish impress for direction activeness at all levels inward the organisation (Gluck, 1985).

2.3.7 Resource Allocation

Resource allotment is a critical direction activity that enables strategy implementation (David, 1997). Its insufficiency is a mutual strategy implementation challenge. Allocating resources to item divisions together with departments does non hateful that strategies volition live successfully implemented. This is because a number of factors commonly prohibit resources allocation. David (1997) observes that inward organisations that make non utilisation a strategic direction approach to conclusion making, resources allotment is often based on political or personal factors such as overprotection of resources, emphasis on brusk run fiscal criteria, organizational policies, vague strategy targets, reluctance to remove risks, together with luck of sufficient knowledge. Strategic direction enables resources to live allocated according to priorities established past times annual objectives. Nothing tin live so detrimental to strategic direction together with to organizational success than for resources to live allocated inward ways non consistent with priorities indicated inward approved annual objectives. All organisations have got at to the lowest degree iv types of resources that tin live used to accomplish desired objectives. These are fiscal resources together with technological resources, physical resources, human resources together with technological resources

(Thompson 1990).

Strategies are a critical chemical element inward arrangement functioning, but whereas organizations have got adept strategies, successful strategy implementation remains a major challenge. Muthuiya (2004). The supposition made past times many organizations is that i time strategic planning is done together with a strategy is inward place, implantation is obvious. In contrast, transforming strategies into activeness is a far to a greater extent than complex hard together with challenging task. This continues to live a bottleneck inward many organizations together with a major hindrance to achievement of corporate goals together with objectives. Today, it is fifty-fifty to a greater extent than hard for organizations to implement strategies considering the surroundings turbulence. 

Gioche (2006) analyzed the flat of involvement of projection managers inward strategic planning together with the challenges of implementation inward international NGOs, she found out that strategy implementation is primarily on administrative task that entails figuring out workable approaches to executing the strategy together with ensuring people accomplish their jobs inward day-to-day operations through supportive management. The argue why organizational performance is linked so tightly to the task of formulating together with implementing strategy is uncomplicated but telling. This is because if managers develop a keen strategy together with the implantation is non properly done, the performance volition ever autumn brusk of total potential.

Effective implementation is vital for the success of whatever strategic plan. According to Okumus (2001) in that location continues to live a lack of frameworks for strategy implementation both inward the literature together with inward practice. He identifies 10 key variables that are of import for successful strategy implementation. These are strategy formulation, environmental uncertainty, organizational structure, culture, operational planning, communication resources allocation, people, command together with outcome. According to Koske (2003), leadership is considered to live i of the most of import elements   affecting organizational performance. The leadership of the arrangement should live at the fore front end inward providing vision, initiative, motivation together with inspiration.

According to Aosa (1992), i time strategies have got been adopted, they demand to live implemented: they are of no value unless they are effectively translated into action. He observed that strategy implementation is probable to live successful when congruence is achieved betwixt several elements. Of item importance includes: arrangement structure, culture, resources allocation, systems together with leadership (Aosa, 1992; Hunger together with Wheeleny 1994).

However, pitiful implementation of an appropriate strategy may drive that strategy to neglect (Kinuthia, 2001). An fantabulous implementation plan, volition non only drive the success of an appropriate strategy, but tin also resources an inappropriate strategy. Koigi (2002) notes that firms demand adept strategies to heighten their success. The strategies chosen for implementation depend on factors such as leadership, resources available to the theatre together with changes inward the environment. Therefore, firms must seek their strategic fit betwixt their internal resources inward their strengths together with weaknesses, together with their external surroundings i.e opportunities Earth threats. Awino (2000) identified 4 occupation areas affecting successful strategy implementation; lack of fit betwixt strategy together with structure; inadequate information together with communication systems; together with failure to impart novel skills.

Musyoka (2008) looked at challenges faced inward strategy implementation at Jomo Kenyatta foundation. He concluded that challenges are those from sources inward the operating environmental changes such as rigid contest compounded past times entrance of novel competitors. On the other hand, Ichangi (2006) focused on managing resistance to alter inward strategy implementation together with she found out that in that location was resistance to alter at varying levels. Further findings showed that or so of the causes of resistance to alter were lack of plenty communication together with awareness creation with the employees.

 CHAPTER THREE: RESEARCH METHODOLOGY

3.1 Introduction

This chapter comprises of the enquiry design, the population of interest, the population sample, information collection instruments, together with the information analysis technique that were used to works life the challenges faced past times life insurance companies inward implementation of marketing strategies inward Kenya.

3.2 Research Design

The study employed a survey design. Influenza A virus subtype H5N1 survey enquiry is a physical care for of collecting information inward club to response questions regarding the electrical flow status of the subjects inward the study. According to Kothari (2004) the principal purpose of the explanatory survey is formulating a occupation for to a greater extent than precise investigation. Thus explanatory enquiry has as its primary objective the evolution of insights into the problem. The survey was appropriate as it sought to ascertain the challenges faced past times life insurance companies inward implementation of strategy inward Kenya.

3.3 Population of the Study

The population of the study comprised all Life insurance companies inward Kenya. There are an estimated 23 life insurance service providers inward Kenya. These companies are registered members of The Association of Republic of Kenya insurance companies.

3.4 Data Collection

The study collected both primary together with secondary Data. Primary information was collected using a unopen ended questionnaire. Secondary information was collected from annual reports from the life insurance companies. The respondents of the study were Sales together with Marketing Managers, In club to accomplish the enquiry objectives, the study covered different aspects inward strategy implementation inward the life insurance industry. The study specifically targets the 23 life insurers. Specifically the study analyzed the challenges of strategy implementation. The study was limited to the sampling population, which was drawn from the 23 life insurance companies.

3.5 Data Analysis

The study used a combination of various techniques of information analysis to determine an overall pic of the variables inward the population. As before long as collection of information was finalized, together with compiled, it was classified together with analyzed to determine its validity. The questionnaires were coded together with edited for completeness using SPSS statistical package. Screening of respondents for farther analysis was done past times criterion the flat of awareness of respondents. Descriptive statistics (measures of fundamental vogue together with measures of dispersion) were used to describe, organize together with introduce the data. Influenza A virus subtype H5N1 attain of Descriptive statistical measures were also used. These measures included the mean, mode together with median. Graphs, tables together with charts were used alone to display the findings.

CHAPTER FOUR: DATA ANALYSIS AND INTERPRETATION OF

RESULTS

4.1 Introduction

This chapter presents analysis together with findings of the study as laid out inward the enquiry inward the methodology. The results are presented inward club of objectives i.e. to works life the challenges faced past times the insurance companies inward implementation of marketing strategies together with to works life whether life insurance companies have got a command together with feedback scheme to assess the effectiveness of the implementation physical care for inward the life insurance manufacture inward Kenya. The questionnaire was designed inward line with the objectives of the study. The total number of questionnaires given out was 23 together with xvi were completed together with returned. (Appendix--- listing of respondent life insurance companies

4.2 The Response rate

The response charge per unit of measurement is expressed as the render charge per unit of measurement calculated as a per centum of the total number of questionnaires that the researcher gave out. Out of the total 23 questionnaires the researcher administered, only xvi were returned. The response charge per unit of measurement was thus 69.5%.This percentages is fairly representative. Mugenda together with Mugenda (1999) stipulate that a response charge per unit of measurement of 50% is adequate for analysis together with reporting. Influenza A virus subtype H5N1 response charge per unit of measurement of 60% is adept together with a response charge per unit of measurement of 70% is over real adept this response charge per unit of measurement of 69.5%.It is thus an adequate charge per unit of measurement to base of operations conclusions.

4.3 Demographics

This subdivision analyses the key characteristics of the insurance companionship together with is intended to works life for sure attributes similar years of operation, ownership structure, together with size inward terms of number of employees. Frequency tables together with percentages are extensively used. Graphs together with pie charts are used to illustrate the information as given below.

4.3.1 Years of operation

The Years of functioning is of import is important. It enabled the study to works life the human relationship betwixt operational sense together with strategy implementation.

From figure 4.1 the findings established that most the life insurance companies had a relatively long sense with many years of operations inward Kenya, 68% of the respondents indicated they had operated for over 31years, the companies were thus good established inward Kenya

4.3.2 Form of ownership

Respondents were required to request the shape of ownership of the life insurance companies. This enabled the researcher to determine if the ownership determined the flat of strategy implementation

Table 4.1 Form of Ownership

From Table 4.2 inward a higher house 68.75% of the life insurance companies were locally owned spell 31.75% were multinational or unusual owned. The implication hither is that the life insurance companies had a competitive payoff of ownership as far as marketing strategy implementation.

4.3.3 Size inward terms of employees

The size of the Life insurance companies inward terms of employees gave the study an overview of the growth together with evolution of the Life insurance companies based on their employee establishment. This was to enable the researcher to determine if the employee growth was influenced past times the marketing strategy as a source of profitability for the Life insurance companies.

From figure 4.2 above, 50% of the Life insurance companies had betwixt 51-150 employees, 18.75% had betwixt over 250, spell 25% had betwixt 151-249 employees,  Just 6.25% had below 50 employees thereby indicating that the mass of the Life insurance companies were small-scale together with medium sized companies.

4.3.4 Core Services

Respondents were required to request the various fiscal services that the Life insurance companies provided to their customers. The next services were listed

According to tabular array 4.2 inward a higher house most of the life insurance companies were involved inward private life insurance with a frequency of 12 together with rated first, this was followed past times grouping life with a frequency of nine together with grouping pension at third position. The to the lowest degree offered service was grouping together with private pension plans with a frequency of 4.

4.3.5 Functional expanse or Department

Respondents were required to request their department. The principal argue of the challenge query was to determine their mightiness to determine the aspects of marketing strategies relevant to their companies. The tabular array below illustrates the findings.

According to Table 4.3 functional expanse or Department inward a higher house 50% of the respondents were working inward marketing division, 31.75% inward pensions, 12.5% inward grouping life together with a paltry 6.25% inward sales. The respondents were thus meliorate placed to respond to marketing strategy issues inward life insurance firms.

4.3.6 Length of Service inward the company.

The study laid to regain out the length of service of the employees inward their companies. The aim of the challenge query was to works life the sense of the employees. Below are the responses.

4.4 Marketing Strategies

This subdivision analyses the key marketing strategies inward the insurance companies together with is intended to works life for sure attributes similar their effect on the companionship performance together with the perceptions of employees. Frequency tables together with percentages are extensively used. Graphs together with pie charts are used to illustrate the information as given below

4.4.1 Elements which influences annualized premium income

Organizations confront various challenges together with threats inward their pursuit to implement marketing strategies. There are elements of organizational operations that have got a correlation with the strategies. This study laid to regain out the effects of elements which influences annualized premium income.

 On a scale Where, l-No extent, 2-Small extent, 3-Moderate extent, 4-Large extent, 5-Very Large extent respondents were required to request the extent to which these elements influenced marketing strategies. The respondents were required to rate: Recruitment of sales force, Training, Motivation, Compensation together with Communication.

According to figure 4.4 the elements which influences annualized premium income were all positively correlated with premium income. This was a confirmation that the elements were all of import as strategies inward the insurance companies. According to the findings Recruitment of staff was rated to a real large extent 43.75%, those who said it was to a large extent were 50 % making this chemical element to live of import at 75% rating. On the other mitt preparation of staff was rated to a real large extent 43.75%, those who said it was to a large extent were 37.75% making this chemical element to live of import at 93.75% rating, spell the motivation chemical element was found to live of import to annualized income. According to the findings motivation of staff was rated to a real large extent 43.75%, those who said it was to a large extent were 31.25% making this chemical element to live of import at 81.5% rating.

According to the study findings Recruitment of staff was rated to a real large extent 62.5%, those who said it was to a large extent were 18.75% making this chemical element to live of import at 81.25% rating together with finally communication inward the life insurance firms was rated to a real large extent 31.25 %, those who said it was to a large extent were 43.75% making this chemical element to live of import at 75% rating. According to these study findings thus recruitment of staff was the factor that most influenced annualized premium income inward the life insurance companies.

4.4.2 Marketing Mix Strategies

The respondents were required to request the extent to which the  marketing mix strategies enhanced the marketing strategy implementation inward the insurance companies. The respondents were given a scale (Where 1-No extent, 2-Small extent, 3-Moderate extent, 4-

Large extent, 5-Very Large extent)

The Marketing Mix Strategies provided were production house toll advertisement together with whatever other.

Below are the responses

Figure 4.6 Marketing Mix Strategies

According to figure 4.5 the Marketing Mix Strategies provided all positively enhanced with strategy implementation. This was a confirmation that the elements were all of import as strategies inward the insurance companies. From these study  findings product  in the life insurance firms was rated to a real large extent 25 %, those who said it was to a large extent were 31.25% making this chemical element to live of import at 56.25% rating spell toll inward the life insurance firms was rated to a real large extent 25%, those who said it was to a large extent were 18.75% making this chemical element to live of import at 56.25% rating. It was moderate at 50%. This Marketing Mix Strategy was thus moderately applied together with From the study findings house inward the life insurance firms was rated to a real large extent 18.75 %, those who said it was to a large extent were 43.75% making this chemical element to live of import at 62.5% rating together with product  in the life insurance firms was rated to a real large extent 18.75 %, those who said it was to a large extent were 43.75% making this chemical element to live of import at 62.5% rating only 25 % said it was moderately so.

Finally these study findings indicated that likewise the promotional mix strategies discussed inward a higher house other strategies inward the life insurance firms were surprisingly rated to a real large extent 43.75%, those who said it was to a large extent were 31.25% making this chemical element to live of import at 75% rating only 6.25% said it was moderately so.

4.4.3 Communication strategies

The respondents were required to request the extent to which the communication strategies enhanced the marketing strategy implementation inward the insurance companies. The respondents were given a scale (Where 1-No extent, 2-Small extent, 3-Moderate extent, 4-

Large extent, 5-Very Large extent)

According to tabular array 4.4 above  Accessibility of updated client database was ratedy rated to a real large extent 37.5 %, those who said it was to a large extent were 31.25% making this chemical element to live of import at 68.75 % rating,  25 % said it was moderately so spell only 6.25% said it was to a small-scale extent.

Figure 4.7 Accessibility of intranet together with meshing facilities

According to Figure 4.6 above  Accessibility of intranet together with meshing facilities wasrated to a real large extent 25 %, those who said it was to a large extent were 50% making this chemical element to live of import at75 % rating, 12.5 % said it was moderately so spell only 6.25% said it was to a small-scale extent together with no extent respectively.

According to Figure 4.7 above  rated to Accessibility of e- Mail services was to a real large extent 31.5 %, those who said it was to a large extent were 37.5 % making this chemical element to live of import at 69% rating, 12.5 % said it was moderately so spell only 6.25% said it was to a small-scale extent together with no extent respectively

 From tabular array 4.5 Provision of information technology equipment was rated at  a real large extent 31.25 %, those who said it was to a large extent were 56.25 % making this chemical element to live of import at 87.5% rating, 6.25 % said it was moderately so spell only 6.25% said no extent.

           According to the findings on tabular array 4.6 (Palm/lap-top, mobile phones) Communication was rated at  a real large extent 31.25 %, those who said it was to a large extent were 37.5 % making this chemical element to live of import at 68.5 % rating, 6.25 % said it was moderately so spell only 12.5% said  it was to a small-scale extent together with to no extent.

From the enquiry findings on communication all thecommunication strategies enhanced the marketing strategy implementation inward the insurance companies. Accordingly all the communication strategies were applied inside the insurance companies with an approving rating of over 60%.

           

4.4.4 Customer services strategies

The respondents were required to request the extent to which the client service strategies enhanced the marketing strategy implementation inward the insurance companies. The respondents were given a scale (where 1-very important, 2-important, 3-Moderate, 4-not important, 5-irrelevant). The variables to live measured were the following:

Effective, efficient together with convenient service delivery

Customer survey together with feedback programs

Product excogitation together with make goodness enhancements         

Figure 4.9 Importance of Customer Services Strategies

According to figure 4.8 the client Strategies provided were all of import to marketing strategy implementation. This was a confirmation that the elements were all of import as strategies inward the insurance companies. The respondents also found the chemical element of Effective, Efficient together with Convenient service delivery to live real of import at 56.25%, those who said it was of import were 12.25% making this chemical element to live of import at 68.5% rating. The chemical element was non moderately of import spell 6.25% said it was non of import together with 25% found it irrelevant.

On the other mitt the study findings Customer survey together with feedback programs found the chemical element to live real of import at 31.25% those who said it was of import were 18.25% making this chemical element to live of import at 49.5% rating. The chemical element was moderately of import at 12.5% spell 31.25% said it was non of import together with 6.25% found it irrelevant spell Product excogitation together with make goodness enhancements, the respondents found the chemical element to live real of import at 12.25%, those who said it was of import were 50% making this chemical element to live of import at 62.25% rating. The chemical element was moderately of import at 12.5% spell 6.25% said it was non of import together with 18.5% found it irrelevant. Finally the enquiry findings on client service strategies, only Effective, efficient together with convenient service delivery together with Product excogitation together with make goodness enhancements were considered of import inward marketing strategy enhancement. The other strategy Customer survey together with feedback programs was non of import with an approving rating of only 49.5%

4.5 Competition inward the insurance industry

The study laid to regain out if contest was an enhancement of marketing strategy implementation inward the insurance industry. The purpose was to works life if contest positively or negatively affected marketing strategy implementation past times the Life insurance companies. Respondents were required to request on a v dot Likert scale the importance of each variable where:

According to tabular array 4.7 Profitability was rated at  a real large extent 31.25 %, those who said it was to a large extent were 50 % making this chemical element to live of import at 81.25 % rating, 12.5%  said it was moderately so spell none  said  it was to a small-scale extent together with 6.25% said to no extent

from Figure 4.9 Market sharewas rated at  a real large extent 62.5 %, those who said it was to a large extent were 18.75 % making this chemical element to live of import at 81.25 % rating, 12.5%  said it was moderately so spell none  said  it was to a small-scale extent together with 6.25% said to no extent

From Figure 4.10 client satisfaction was rated at  a real large extent 50 %, those who said it was to a large extent were 12.5 % making this chemical element to live of import at 62.5 % rating, 18.75%  said it was moderately so spell 6.25 %  said  it was to a small-scale extent together with or so other 6.25% said to no extent .

From Figure 4.11 competitive seat was rated at  a real large extent 43.75 %, those who said it was to a large extent were 31.25 % making this chemical element to live of import at 75 % rating, 18.75%  said it was moderately so spell 6.25 %  said  it was to a small-scale extent together with none said to no extent

From the enquiry findings on Competition inward the insurance manufacture all the elements of contest were considered of import inward marketing strategy enhancement. The elements received an overall approving rating of over 60%.

4.6 Other strategies

This study laid to regain out if other strategies were an enhancement of marketing strategy implementation inward the insurance industry.

4.6.1 Product diversification

The respondents were required to request ways inward which their insurance companionship diversified its products as a marketing strategy to create competitive advantage. On a given listing of production diversification strategies the next ranks were obtained.

The findings on Table 4.8 production diversification request that comprehensive client service was ranked the topmost diversification strategy followed past times production character together with reliability, the third ranked strategy was competitive capabilities with technical superiority coming last.

4.6.2 Marketing excogitation strategy

The respondents were required to request ways inward which their insurance companionship applied

The findings on Table 4.9 marketing strategy innovation  indicate that organizational structures were ranked the topmost excogitation strategy followed past times advances inward production quality, the third ranked strategy was direction systems spell number iv strategy was internal strategies, production physical care for was the to the lowest degree innovated strategy. Subsequently the respondents were given the challenge query if their companionship developed innovative products or services to gain competitive payoff inward the lastly iii years.

According to Table 4.10 innovative products, 93.75% agreed that their companies developed innovative products, out of those who developed the products 100% agreed that the novel products/services enabled the companionship to satisfy the customer’s demand together with hence increased competitive advantage

From the study findings on other strategies inward the life insurance companies that were applied included production diversification together with marketing excogitation strategy, the chemical element of production diversification that was most commonly applied was Comprehensive client service spell for marketing excogitation strategy it was the Organizational structures of the life insurance companies. The study findings request that the companies developed innovative products.

CHAPTER FIVE: SUMMARY CONCLUSION AND

RECOMMENDATIONS

5.1 Introduction

The principal objectives of this study were to works life the challenges faced past times the insurance companies inward implementation of marketing strategies. The study sought to determine whether life insurance companies have got a command together with feedback scheme to assess the effectiveness of the implementation physical care for inward the life insurance manufacture inward Kenya. This chapter contains a summary of the results as presented inward the previous chapter together with give conclusions together with recommendations based on the findings of the study the chapter also provides the limitations of the study based on the analysis of the entire study together with finally the study provides  suggestions for farther research.

5.2 Discussion

The findings of this study established that the companies were locally owned, together with size inward terms of number of employees qualified them to beingness small-scale together with medium sized. Miller together with Colleagues (1988) points out the importance of construction past times pointing out that in that location is an intrinsic association betwixt strategy making together with structure. The construction of an arrangement importantly influences the flow of information together with the context together with nature of human

interaction.

The study finding indicates that organizations confront various challenges together with threats inward their sweat to implement marketing strategies. There are elements of organizational operations that have got a correlation with the strategies. Accordingly the study established that in that location is thus demand to implement the marketing strategies. This is inward line with Aosa (1992), who stipulates that i time strategies have got been adopted, they demand to live implemented: they are of no value unless they are effectively translated into action

This study finding indicated that likewise the promotional mix strategies other strategies inward the life insurance firms were also at play inward the life insurance companies. This study finding tin live correlated to Michael Porter’s strategy typology that has been i of the most widely accepted methods of discussing, categorizing together with selecting companionship strategies. Porter (1985) novel thought that strategies tin live classified into generic types (differentiation, cost leadership, focus or combination) has been the ground for much of the strategy enquiry together with exercise inward the past times quarter century. However from these study findings Managers have got essentially been left to interpret Porter’s theory together with and so determine implementation on their own.

From the enquiry findings Resource allotment influences annualized premium income inward the life insurance companies. The allotment of resources had a high positive correlation with income. To this goal David, 1997 says it’s a critical direction activity that enables strategy implementation its insufficiency is a mutual strategy implementation challenge. Allocating resources to item divisions together with departments does non hateful that strategies volition live successfully implemented. (Thompson 1990). Supports the findings of this study past times terminal that all organizations have got at to the lowest degree iv types of resources which tin live used to accomplish desired objectives, these are fiscal resources together with technological resources, physical resources together with human resources

5.3 Summary

The findings request that the bulk of the life insurance companies had a relatively experienced for many years’ operations inward Kenya, having operated for over 31years, the companies was thus good established inward Kenya. As far as ownership is concerned the bulk of the life insurance companies were locally owned with a few beingness multinational or unusual owned. The implication hither is that the life insurance companies had a competitive payoff of ownership as far as marketing strategy implementation. From the study findings the Life insurance had betwixt 151-249 employees.

The study findings request that organizations confront various challenges together with threats inward their pursuit to implement marketing strategies. However in that location are elements of organizational operations that have got a correlation with the strategies.

According the study the elements are; recruitment of staff, Training, Motivation, Compensation of clients together with Communication.According to the findings in that location are marketing mix strategies which enhanced the marketing strategy implementation inward the insurance companies. Accordingthe Marketing Mix Strategies provided all positively enhanced with strategy implementation. This was a confirmation that the elements were all of import as strategies inward the insurance companies.

From the enquiry findings on communication all thecommunication strategies enhanced the marketing strategy implementation inward the insurance companies. Accordingly all the communication strategies were applied inside the insurance companies. From the enquiry findings client service strategies were implemented but non all of them were of import to the insurance companies as far as marketing strategies were concerned, only effective, efficient together with convenient service delivery together with Product excogitation together with make goodness enhancements were considered of import inward marketing strategy enhancement. The other strategy Customer survey together with feedback programs were non important.

The study findings request that contest inward the insurance manufacture was driven past times various elements which included; Profitability, Market share, Customer Satisfaction, competitive seat together with other in-house strategies. From the study findingsfrom the enquiry findings on Competition inward the insurance manufacture all the elements of contest were considered of import inward marketing strategy enhancement. This study concluded that other strategies that were an enhancement of marketing strategy implementation inward the insurance manufacture included production diversification together with Marketing excogitation strategy. From the findings it was established thatcompanies developed innovative products which enabled the companionship to satisfy the customer’s demand together with hence increased competitive advantage

5.4 Conclusion

The next conclusions are pertinent to the findings of this study.

It tin live concluded that marketing strategies are of import inward helping an arrangement improve their performance together with competitive edge. However, it seems similar many life insurance companies are non keen on adoption of marketing strategies. This agency that the challenges of strategy implementation are non addressed past times the various life insurance companies inward Kenya. It is of import for the arrangement to scan the surroundings inward club to seat the required strategies to live able to have got a competitive edge.

There is a human relationship that exists betwixt marketing strategies together with the competitiveness of a life insurance firm. Most of the respondents stated that marketing strategies enhanced the profitability of the insurance firm. Through implementation of the strategies, they had been able to encounter novel challenges with confidence. There are various factors that determine strategy implementation inward organizations. The study findings request that such strategies as excogitation together with diversification are as effective inward marketing strategy implementation. The bulk of Life insurance companies had betwixt 50-249 employees thereby indicating that the mass of the Life insurance companies were small-scale together with medium sized.

From the study findings, it tin live concluded that marketing strategies employed past times life insurance firms tin live challenging inward the marketplace together with may remove both a positive together with negative alter based on the determinant. Influenza A virus subtype H5N1 positive alter inward the micro-economic surroundings leads to a meliorate competitive position.

5.5 Limitations of the Study

The principal challenge faced was the management of the questionnaires; most employees of the Life insurance companies were non comfortable with the questionnaires. The declaration beingness that they could breach confidentiality at a fourth dimension when the sector competitors are coming upwardly with novel strategies to heighten profitability given that in that location is contest for customers inward the industry.

5.6 Recommendations for Further Study

The researcher conducted a survey for 23 life insurance companies only. This study thus recommends that for a to a greater extent than generalized conclusion to live made on the challenges of marketing strategy implementation, a study should live done for the entire insurance industry.

5.7 Implications on Policy together with Practice

This study aimed at contributing noesis on marketing strategy implementation challenges faced past times life insurance firms inward Kenya. The study highlights the marketing strategy challenges faced past times the manufacture together with seeks to provide solutions to these challenges. This study therefore, presents opportunities together with best practices that the direction inward the life insurance companies together with other similar organizations tin utilize to handle strategy implementation challenges. The manufacture tin also utilisation the results of this study to formulate organizational policies together with frameworks that are relevant inward the identification, implementation together with monitoring of strategic marketing decision. The results of this study are also expected to have got a positive impact on Life insurance manufacture that wishing to formulate marketing strategies that tin assist them grow inward terms of marketplace share.

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